PERANCANGAN BUKUINTERAKTIF SEBAGAI MEDIA KAMPANYEPOPU WEEKEND CLUB

POPU Weekend Club merupakan event berbasis hobi dan komunitas yang memerlukan media kampanye visual untuk memperkenalkan identitas brand serta meningkatkan brand awareness dan kedekatan emosional dengan audiens. Salah satu media yang dapat mendukung tujuan tersebut adalah buku interaktif yang menggabungkan konsep brand storytelling, komunikasi visual, dan interaktivitas. Penelitian ini bertujuan merancang buku interaktif sebagai media kampanye visual bagi POPU Weekend Club menggunakan metode kualitatif melalui studi pustaka, wawancara, observasi, dan dokumentasi. Hasil penelitian berupa buku interaktif berjudul "Press Start: Behind POPU" yang memadukan ilustrasi, tipografi, fotografi, tata letak eksploratif, serta fitur interaktif seperti pop-up, flip-a-flap, dan mini games. Perancangan ini juga didukung oleh berbagai media pendukung yang membentuk sistem kampanye visual yang terpadu. Karya yang dihasilkan telah diterima dan digunakan oleh POPU Weekend Club sebagai media kampanye visual, sehingga diharapkan dapat menjadi alternatif media cetak yang komunikatif, interaktif, serta mampu memperkuat brand awareness dan hubungan emosional dengan audiens.
Kata Kunci: Buku Interaktif, Media Kampanye Visual, Brand Storytelling, Brand Awareness, POPU Weekend Club.
POPU Weekend Club is a hobby- and community-based event that requires a visual campaign medium to introduce its brand identity while enhancing brand awareness and fostering an emotional connection with its audience. One medium that supports this objective is an interactive book, which combines brand storytelling, visual communication, and interactive elements to create a more engaging reading experience. This study aims to design an interactive book as a visual campaign medium for POPU Weekend Club using a qualitative research approach through literature review, interviews, observations, and documentation. The result of this study is an interactive book entitled "Press Start: Behind POPU," featuring illustrations, typography, photography, experimental layouts, and interactive elements such as pop-ups, flip-a-flap features, and mini games. The project is also supported by various complementary media that form an integrated visual campaign system. The completed work has been accepted and utilized by POPU Weekend Club as a visual campaign medium and is expected to serve as an alternative print campaign medium that is communicative, interactive, and capable of strengthening brand awareness while fostering a closer emotional connection with its audience.
Keywords: Interactive Book, Visual Campaign Media, Brand Storytelling, Brand Awareness, POPU Weekend Club.